Celebrating the 25th Anniversary of HBO's The Sopranos
We Created New Relevance With a Tweet
We celebrated the 20th anniversary of The Sopranos by handing out mob nicknames on Twitter. In less than a day, without media or paid influencers, we created a tweet frenzy fueled by celebrities that reached over 300 million and drove a 350% increase in streaming views on the day of the stunt.
Our content division developed a social stunt to re-contextualize the series into a modern cultural language.
The stunt started by building hype.
We delivered baked ziti to micro-influencers throughout New York City, defined Italian-American slang on social media and shared posts highlighting iconic lead Tony Soprano.
Once hyped, our Content division delivered the Twitter stunt—@HBO sending its followers custom, Sopranos-inspired mob nicknames.
The Impact
Our viral Twitter stunt received:
300M+
impressions (all organic)
350%
increase in streaming views on the day of the stunt.
24k+
replies
Media
coverage from Fast Company, The Daily Mail, Ad Age, BuzzFeed and more…
Celebrity
participation from Hamilton’s Lin-Manuel Miranda to American Journalist Jake Tapper.